GENERIC ADVERTISING WEAROUT: THE CASE OF THE NEW YORK CITY FLUID MILK CAMPAIGN

J. Carlos Reberte · Harry M. Kaiser · John E. Lenz · Olan D. Forker

20 citations0/0 files storedRePEc: Research Papers in Economics

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Economics of Agriculture and Food Markets

Abstract

This article examines two major generic fluid milk advertising campaigns in New York City during the 1986-92 period. Estimates from a time-varying parameter model show that the evolution of the impact of generic advertising on fluid milk sales over each campaign followed a bell-shaped pattern. Results also show that the first campaign was effective for twice as long as the second campaign and that it has a higher peak and higher average advertising elasticity. These findings may reflect long-term generic milk advertising wearout in the New York City market.

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1980Economics and Consumer Behavior 1976Econometric Measurement of the Duration of Advertising Effect on Sales 1998Commodity Advertising: The Economics and Measurement of Generic Programs 1976Advertising Without Supply Control: Some Implications of a Study of the Advertising of Oranges 1993Generic Advertising Wearout

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2000Determinants of temporal variations in generic advertising effectiveness

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